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Improving the experience of purchasing medicines online

1mg application   |   July 2022 - Aug 2022   |   Solo design exercise

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THE PROBLEM:

Increase in bounce rates while purchasing medicines online

Evaluate the purchase flow of the 1mg app from the home screen to placing their final order, and re-design the experience while identifying opportunities to make usability better for the working employees which will lead to a reduction in bounce rates

THE SOLUTION:
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Prioritizing what users want to see

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Clean and easy to navigate homescreen.

  • Having a too long home page can increase the bounce rate*

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  • Sort products based on categories

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  • Ability to choose location based on PIN Code

*according to a research article posted on dotknowledge.uk/
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Quicker and efficient flow.

  • Quick buy option to make a purchase in two clicks

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  • Faster and efficient

 

  • Lesser browsing of screens to accomplish a task

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More information. Less distraction.

  • More number of relevant search results in the search page

 

  • Delivery date information along with product listing

 

  • Removal of irrelavant ads

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WHITE PAPER RESEARCH

Post covid the teleconsultations and ordering of medicines online has increased significantly.

I started by researching the industry to understand the current market dynamics, goals, motivations and future prospects. I wanted to understand the present scenario and help the businesses grow and make the usability experience of the customers smoother.

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CONTEXT

Understanding the existing user flow of the 1mg application

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Home screen
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Search screen
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Product listing
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Product detail
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Cart

I studied the user flow of the existing application by assigning myself different tasks and evaluating my experience.

INSIGHTS GATHERED:
 

  1. The homepage was cluttered and full of ads

  2. The search screen was blank with a single-screen ad

  3. The product listing page showed only a few products and irrelevant ads

  4. The product detail page had all the helpful information hidden far below

  5. The cart page had inconsistent buttons and lots of ads

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Insights from Self Heuristic Evaluation (SHE)
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COMPETITIVE ANALYSIS

Hierarchy of information and relevant ads can be combined to find a sweet spot between successful order and increase in bounce-rate

I analyzed the four most popular e-pharma companies that are leading the markets right now. Some other valuable insights were gathered which can be validated in user interviews and used in the later design stages as users will be familiar with those features

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Apollo 24x7
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Flipkart Health+
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PharmEasy
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Netmeds
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USER INTERVIEWS

“The moment I see an ad, I don’t scroll down further”

I interviewed 5 people to gather behavioral insights about ordering medicine online. I have asked them questions to find trends about why they failed at certain tasks, discovered their pain points, and organized my data through affinity mapping.

RESEARCH QUESTIONS:
 

  1. How do you feel about purchasing medicines online?

  2. What are your top considerations while making the purchase?

  3. How often do you buy medicine online?

  4. What problems do you face while making the purchase?

  5. Tell me about the experience you had with the purchase flow of the 1mg app.

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Affinity mapping

MAJOR INSIGHTS

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USER PERSONA
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ANYA

The hardworking architect

27 year old | Architect

User Story

Anya works in an MNC and travels to the office every day in her personal vehicle. Sometimes she stops on the way back from the office to get supplies for her home but doesn’t find all the medicines she’s looking for in the local pharmacy.

Goals

  • Find all medicines in one place​
  • Easy navigate to categories to browse through products
  • Share and discuss a product with a friend
  • Faster checkout

Motivations

  • Avoid shopping at multiple apps/pharmacy
  • Quicker delivery
  • Offers and discounts on product

Pain Points

  • Unable to find the right category
  • Delivery dates information not shown upfront
  • Browsing too many screens to place the final order
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JOURNEY MAP
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IDEATION

Based on my findings, seven ‘How might we’ questions were framed

Reflecting on the ‘How might we’ questions, I started brainstorming different ideas using crazy 8, for each question and analyzed the ideas to come up with the best possible solutions for the problem in hand.

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Initial paper sketches
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Wireframes
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TESTING + IMPROVEMENTS

Three major improvements in my design

On testing my prototype with 5 users and based on feedback from my peers, I continually iterated my design over the span of two weeks- with 3 major improvements:

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Simplified homescreen

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  • Re-ordering of cards to make them easier to find

 

  • ​Changed the hierarchy of ads to display much below the home screen

 

  • Displayed the category section above to make it easier to find

Address selection flow

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  • Added the option to select an address in the home screen

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  • Selecting the address upfront will give a better delivery related information

 

  • Users won’t have to choose the address again during checkout

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Quick checkout function

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  • Quick buy option to make a purchase in two clicks

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  • Faster and efficient

 

  • Lesser browsing of screens to accomplish a task

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THE FINAL SCREEN

Original vs Improved Design

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New
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New
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New
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New
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New
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New

View interactive prototype

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CONCLUSION + LESSONS LEARNED

What I’d do differently next time.

This is my first-ever UX case study!✨ Yay! 🎉 I spent the last four weeks studying, researching, talking to peers, and my mentors, and improving my design throughout the process and I’m proud of the results. Having said that, there are a few things I’d like to highlight.

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  • User testing is crucial

Initially, I was so focused on the results and outcome that I did not pay a lot of attention to the process and the reasoning behind it, as a result, I was left with a product that I ‘assumed what the users wanted. I even started working on high-fidelity mockups. However, on testing my prototype, I realized how the needs of the users were different than what I had assumed.

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  • Iterate as much as I can

Working on this project made me realize, there is no perfect solution to the problems, we need to focus on the most important solution that caters to the user’s immediate needs, hence iteration is very crucial in every stage.

 

  • Large user group for testing

I’d expand my interviews to a large diverse group to collect more insights and understand the pain points of the masses better

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